The big buzz word in private enterprise marketing is ethical branding. Just last week in the Sunday Times there was a 2 page analysis of the major supermarkets quest to position themselves as ethical and environmentally concerned businesses. Some cynics among us might take the view that these are short term promotional efforts which will last until the next big consumer issue. However what it does illustrate though is that more and more businesses are realising that being a ‘good business’ and ‘doing good business’ are inextricably linked.
It seems to me that the social message of ethical branding and the cause of social enterprise have a lot of common ground and potentially there is an opportunity for cross-learning between the two.
Readers of the Social Catalyst blog might be interested in a conference called ‘How to make ehical branding work’ which has a great list of speakers including Cafer Direct and Good Energy. See Ethical conference 20 – 21 Nov 2006 . The cost is quite expensive but they are doing a special Non-profit rate of £495 + VAT.
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